Strongbow Launches Rio ‘earn It’ Challenge
Strongbow has launched its latest instalment of the ‘EARN IT’ Series, this time challenging regular guys to take on one of Brazil’s best female teams in a five-a-side battle in Rio.
The campaign has previously seen challenges include a penalty shootout and facing an over from England paceman Jimmy Anderson, with the latest feature challenging regular guys to gather their mates and take on a Brazilian women’s five-a-side team this summer, in Rio, ahead of the FIFA World Cup in the same country.
A celebrity management team made up of football experts will put teams through their paces and support them on their journey, before selecting the winning team and taking them to Rio, where they will be coached for the big match.
Watch the Brazilian team throw down the challenge at Sport Industry TV.
The fully integrated campaign – delivered by creative agency St Luke’s, media agency Starcom MediaVest Group, digital agency We Are Social, experiential agency RPM and PR agency Cow – is being leveraged through a partnership with Sky, incorporating TV airtime and digital inventory to drive consumers to sign up at facebook.com/Strongbow.
Al Young, executive creative director, St Luke’s, said of the campaign: ‘After the success of our Strongbow EARN IT challenges in 2013, it’s exciting to be pushing the boundaries of branded content further than we have ever done before with the brand. I can’t wait to see the teams battle it out in Rio to see who comes out on top.’
